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Article

Offers four fundamentals to think about when it comes to combining data for strategic growth frameworks.

Article

Previews a series of papers which show how audiences can no longer be relied upon to behave in the way their demographic profile suggests.

Article

Offers five guidelines to help marry the two competing goals of tactical actionability and strategic insight.

Article

Describes the results of an ad positioning experiment that was carried out and the effect these results could have on a brand's strategy, positioning and advertising.

Article

Examines how audience insights can be used not only to make a campaign as targeted and tailored to the individual as possible, but also to outline where and when to invest media spend for maximum impact.

Article

Reveals the role neuroscience can play in providing a new segmentation approach based on how personally relevant the brand communication is to the audience.

Article

Explains how age and gender stereotypes are being turned on their head and have no place in modern marketing, using 107-year-old Japanese sprinter Hidekichi Miyazaki and Millennial Mark Zuckerberg as examples.

Article

Offers six guidelines to assist in defining the ideal audience for your brand's objectives and explains how brands need to decide who to target and how to make it happen.

Article

Explains why, in this world of addressable media, brands would be wise to target people by their attitude and behaviours rather than their age, using fashion brand Gucci as an example.

Article

Describes how sports drink Gatorade combined a survey with PII data to grow the brand among amateur sportspeople in India.

Article

Explores gaining predictive insights and targeting strategies that will change how planners think of audiences altogether, using a who, what, when and where framework.

Article

Offers some best practices on how to achieve good survey design and be immunised against survivor bias.

Article

Explains how Dentsu Aegis uses its own global qualitative panel and other data sets, including audience measurement systems and client first-party data, to create a link from insight to activation without losing lots of data along the way.

Article

Explains how to reach the right individuals, while handling other issues such as fragmentation across devices and the limitations of cookies.

Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Article

Describes a research methodology that reveals how consumers engage with different media platforms depending on how they engage with the category.

Article

Looks at the role formats have to play when engaging with Generations X, Y and Z and how to get the balance right between high-reach and targeted media.

Article

Expresses how behavioural data might be essential in encouraging precision targeting across channels, but can lead to brands confusing brief excitement with long-term affinity.

Article

Looks at how loyalty has changed thanks to digital transforming the value exchange and how delivering a great brand experience can be done through the drivers of relevance, utility and purpose.

Article

Looks at the main elements for a successful digital brand campaign.

Article

Explains how, and why, brands can use data creatively in order to reduce friction and build better customer relationships.

Article

Explains how to build long-term affinity with a brand using technology with a human touch and offers four rules for successful loyalty marketing.

Article

Previews a series of papers about the changing face of brand loyalty, with advice on how delivering an exceptional brand experience is now key for customers.

Article

Outlines three key trends that can build brand connections in an age where technology is removing friction from people’s lives and giving them a greater ability to choose what they want, when they want it and how they want it.

Article

Offers four rules to help your brand become associated with a category or need state and succeed in an age when machines, such as Alexa, are making purchase decisions.